Foster’s launches quality enhancement initiatives

Australian brewery giant Foster's in an effort to further enhance the quality, has undertaken a global initiative in India.

The initiative, called ‘Project Angel’ is a renewed focus on quality in all aspects of the production, marketing and sales of Foster’s around the world and will underpin Foster’s strategy going forward. As a part of this project, one of the key initiatives has been to unveil Foster’s new packaging in India.

The company unveiled the new packaging in Mumbai on May 6, 2004 in the presence of Her Excellency Penelope Wensley, High Commissioner of Australia to India.

Referring to the ‘Project Angel’, Richard W Scully, Managing Director, Foster’s Brewing International, said, “Angel is just a name given to the project. It is just an expression and quality communication for the brand and there is no consumer benefit to be derived out of it.”

He further added that research showed that the Foster’s brand recall was in the top tier of beer brands across the globe. “In Foster’s new packaging, we have retained the strength of Foster’s current look, but enhanced it to increase consumer appeal, convey premium value and more actively communicate Foster’s Australian heritage,” Scully mentioned.

Features in the new packaging include a deeper blue shade behind the logo, premium gold banding and logo elevation to ensure stronger shelf presence. The new-look Foster’s completes with all these changes incorporated.
The global packaging venture got rolling in March 2004. By June, the company expects to complete 99 per cent roll out.

Talking of Foster’s growth prospects – both globally and in India, Scully observed: “Worldwide Foster’s is expected to grow at a healthy rate of nine per cent in this financial year ending June 2004. In India, we are growing at a year-on-year volume growth rate of 15 per cent and expect to maintain this rate this year.” The company is further targeting a growth rate of at least 20-25 per cent by the financial year-end in June 2005.

The other key initiatives of ‘Project Angel’ under development are review of the product freshness, product tastes, review of innovative packaging and review of customer service.